DoubleClick extends to mobile

by Hayley Pinkerfield, Revolution UK 26-Sep-07, 10:46

LONDON - DoubleClick has announced it is to extend its ad serving solution to mobile, with the launch of DoubleClick Mobile.

The service will allow advertisers to integrate existing DoubleClick digital ad targeting and delivery with mobile channels. Media companies can now use DoubleClick’s service to sell and manage inventory across online display, rich media, video mobile.

Integration of DoubleClick mobile with the existing DART platform will allow all digital advertising staff to adapt easily to new mobile advertising tasks.

DoubleClick claims that its mobile solution will match mobile ads to devices, ensuring that users are delivered best-fitting adverts. Advertisers can also take advantage of new mobile ad formats, while agencies can use third party tracking to access performance data within their own analytics systems.

“Publishers are starting to see mobile as an exciting revenue growth area as budgets move from experimental to mainstream. Our clients want to take on this opportunity and sell mobile display advertising directly,” said Ari Paparo, DoubleClick’s vice president of rich media and emerging technologies.

“As media companies begin to offer integrated digital ad packages to advertisers that include online display, rich media, video and mobile, everyone wins. The launch of DoubleClick Mobile marks an important step in bringing mobile into the mainstream digital advertising ecosystem.”